Photo Credit: Joe Scarnici | Getty Images
There is no doubt that TikTok has positively impacted the music industry. New choreographers and artists have become well-known as a result of even just one video being viewed by users all over the world.
For instance, a Los Angeles bagel store employee named Zoi Lerma choreographed Benee’s song “Supalonely.” She then posted her video to TikTok, where it received praise from other users. Benee became a household name because of the video, which has now received over 45 million views on TikTok.
A total of 5.7 million videos of Benee’s “Supalonely” have been submitted by consumers and content producers. Due to the song’s success, Benee received nominations for and wins, including New Artist of the 2020 People’s Choice Awards, sold more than 1 million copies of the song, and received 2.1 billion streams across all platforms. Benee also appeared at two full concerts in New Zealand.
“When it started trending on TikTok and picking up on TikTok, I would hear it on the radio or, you know, hear it in stores. I would hear it everywhere,” said Lerma in an interview.
TikTok has helped the music industry generate income
TikTok is a powerful hitmaker in this century because of its broad use. The app, which is owned by ByteDance of China, gives artists and content producers a platform to express and show off their skills in brief videos. Any type of content, including pictures of pets, information about one’s personal life, hobbies, ASMR, singing, dancing, and other things, might be posted by a user.
A few hours after being released, the films quickly became popular and attracted a large audience. TikTok is a trendsetter and, as a consequence, even helping older songs regain their former level of popularity. For instance, Fleetwood Mac’s “Dreams,” featured in a popular video posted two years ago, reached the top of the charts. Additionally, record companies and artists can now make money through TikTok.
“If a song is going viral on TikTok, and the artist is unsigned, and as a result, it’s getting a million streams on Spotify, the labels are scrambling to sign that song or that artist. “They’re obsessed with expanding their market share and making sure they don’t lose any market share to independent artists,” said Tatiana Cirisano, a Midia Research analyst and consultant.
“With hundreds of songs generating over 1 billion video views and dozens of artists signing record deals as a result of success on the platform, TikTok starts trends that reverberate throughout the culture, the industry, and the charts,” said a statement from the company.
Teenagers have also been using TikTok a lot. According to a recent poll, over 67% of youths in the nation use TikTok, with 16% of them claiming to use it often. Other social media platforms imitate TikTok’s format as a result. For instance, Meta’s Facebook just unveiled Reels, an interface very similar to TikTok’s.
TikTok had more than 1 billion users worldwide a year ago, and this figure is rising.
Some issues were thrown at TikTok
Despite TikTok’s rapid expansion, the U.S. government is becoming increasingly concerned about the potential problems that the company can cause to consumers. A little more than two months ago, Congress demanded that TikTok respond to allegations regarding purported access to user data based in the U.S.
“In light of this new report, we ask that your agency immediately initiate a Section 5 investigation on the basis of apparent deception by TikTok and coordinate this work with any national security or counter-intelligence investigation that may be initiated by the U.S. Department of Justice,” stated the lawmakers.
The claim was made in reaction to a BuzzFeed article that claims ByteDance, the parent firm of TikTok, frequently accessed the info of its users, particularly those who were based in the United States. TikTok, though, quickly disputed the accusations.
“[TikTok has] consistently maintained that our engineers in locations outside of the U.S., including China, can be granted access to U.S. user data on an as-needed basis.”
Opinions expressed by Texas Today contributors are their own.